BIG FM to make radio more interactive, eyes movie promo

Six months after its launch in Chennai, Hyderabad and Bangalore, BIG FM, the radio initiative from Adlabs Films Ltd, is gearing up for some big initiatives to promote the brand in the Southern states. This includes tying up with big banner movies in the South, setting up ‘BIG Booths’, and active participation in corporate social responsibility initiatives.

Speaking about Big FM’s tieup with the movies, Anand Chakravarthy, National Marketing Head, BIG FM, said, “We are talking to all the big banner movies that are going to be released very shortly. In the next couple of weeks, one would see a lot of action in this front. Our approach in this front will be completely different.”

Speaking about ‘Big Booth’, which was set up in Chennai recently, Chakravarthy said, “Unlike newspaper or television, radio could be far more interactive. One of the things that really interest people is to get a chance to interact with the station. One way to do that is to send RJs to different localities. So what we did is created this ‘Big Booth’. We take this booth to places that have high footfall and an RJ operates out of it. RJs actually broadcast live from the booth and the listeners get a chance to interact with him from where they are, instead of coming to the studio. Rather than calling them to our studio, we take the studio to them.”

On the CSR initiative front, he said that radio is more than an entertainment brand and Big FM is all about celebrating life. “Celebrating life is not just about issuing free movie tickets or giving listeners a chance to interact with their favourite star. The most important aspect of celebrating life is about making an impact in the society and people’s life in a tangible manner. So these CSR initiatives by Big FM would provide a platform for a common man to do their bit to enhance the livelihood of the underprivileged,” he elaborated.